Cafe

BY
BANK, OMAR & PLENG

Background info
- Established in Seattle, Washington, 1971
- Serve drinks from hot to cold, and bakeries
- Lost a lot of profit after the expansion in midwest and British
Columbia in late 1980s
- Starbucks in California became trendy
- First Starbucks Asia branch - Japan, 1996

Starbucks in Thailand
First branch: Central Chitlom, Bangkok
Date: July, 1998
Coffee production comes from Muanjai, Thai hill tribe
Later on, expanded to Chiang Mai, Pattaya, Phuket, and so on
Sells unique merchandises for customers
Mug
Tumblr
Cup

Starbucks (Siam Paragon branch, G floor)

Location: Siam Paragon branch, G floor
Opened in 2005
Operating Hours: 07:00-23:00
100 seats
Happy hour: 11:30-13:00 & 16:00-19:00

Objectives
Understand reasons from the many types of people
Observe the development of the cafe business
Compare Thai social trends that have an affect on Starbucks (1998present)
Find reasons why this Starbucks branch is very popular compared to
nearby stores

Research Questions
Why do customers use this Starbucks store rather than other cafe for
what purpose?
How did the cafe become such a popular place for doing activities?

Observation
1.Studying/tutoring
2.Business meetings
3.Doing homework
4.Working
5.Having regular conversations

Observation (Continue)
98% of customers get at least either one drink or a snack while
doing those activities
The rest (2%) just have nothing at all
of customers pay attention to promotions
has Starbucks card
Seats are full in a short period of time

Observation (Continue)
1.Students: 62%
2.Businesspeople: 20%
3.Foreigners/tourists: 15%
4.Office workers: 3%

Observation (Analysis)
Students have more focus while studying in the cafe than their home
Brown colour makes people feel warm
Double Stars promotion = MORE CUSTOMERS!!!
Siam is the heart of city
Fluent-English-speaking baristas

Survey

Age

Transportation

Survey (Continue)

Frequency

Seating Plan
Mostly prefer
convenience by
having a good seat.

Survey (Analysis)
Students love to study at the cafe
Businesspeople feel like having a meeting at the office is a cliche
Business Owners/offices worker want to have a break from work
There are teen customers more than adults
Females prefer to go to cafe rather than males

Interview
Name: Parisa Jongtanatikhun
DOB: August 12th, 1970
Graduation: Management, Bangkok University
Occupation: MUIDS Parent Committee Organiser, businesswoman

Interview (Analysis)
Barista
Location!!!
Price comparison to other brands
Many types of customers
The future of Starbucks

Social imagination
- known as The relationship between personal experienced and
wider society
- affected by wider society
- related to social convenience & lifestyle trend
- coffee culture since 1990s
- Fraiser
- Friends